SEO for Professional Services Firms

About two months ago, I put together a post on the five ways professional services firms should use Twitter. From a readership standpoint, that post represents one of the all-time top five posts on Marketing Trenches. More importantly, we received a number of emails from professional services types praising the content and asking for more.

If it’s more you want, it’s more we’ll give. This time, we’ll address search engine optimization, also known as SEO, and the common mistakes that professional services firms make in an attempt to address this area.

One quick note: While these mistakes are pretty typical in the professional services arena, most of these are universal mistakes that any type of organization can make. You’ll just have to trust me on that, as I’ve seen some pretty poor SEO efforts.

That being said, here are some of the most common areas in which professional services firms falter with regards to SEO:

1. Setting unrealistic goals for SEO with regards to rankings, timing and business impact.

As we’ve said before in this blog, SEO is a necessary tactic for just about every professional services firm. Your firm will not, however, be able to secure a top 10 ranking on a keyword like “tax attorney” without a focused, long-term SEO strategy. Your firm will also not be able to secure any type of top 10 rankings, with the exception of true long tail keywords, for at least 3-6 months. And SEO, generally speaking, will not turn around the fortunes of a professional services firm.

SEO is necessary, but it should be a component of a larger marketing strategy, and not THE marketing strategy.

2. Assuming that SEO work can be done in-house entirely.

Let me clarify something quickly. SEO work can be done in-house, but only if your professional services firm falls into one of these categories:

You have a legitimate SEO expert on staff. This is highly unlikely in most professional services firms that aren’t in the marketing category.

You have someone on staff that can write well, code well, understands SEO basics and is willing to put in the significant time required to learn advanced SEO tactics and to put in the actual work required to execute those tactics.

You have someone on staff that possesses some of the qualities above and is working in parallel with an external SEO expert to implement your firm’s SEO program.

If your firm doesn’t fall into one of those categories, consider hiring a company that knows what they’re doing. Just be careful about your evaluation of these firms, as for every legit SEO firm you will run into a snake oil salesman or two.

3. Ignoring off-page SEO.

Not long ago, on-page SEO was considered the blocking and tackling component of SEO, and off-page SEO was considered “advanced”. Not anymore. If your SEO effort stops at putting up some meta tags and walking away, don’t count on any significant SEO success.

4. Not taking advantage of existing content in the form of web pages, video, pdfs, press releases, etc.

Once again, let me remind you that content is king for marketing. If you have it - and most professional services firms have it in abundance - and you’re not using it for SEO purposes, you’re missing the boat. Why would you NOT use content you’ve already produced if it’s going to improve your chances of achieving your SEO goals?

5. Downplaying the SEO value of blogging.

The blog post you are reading right now will be read by more people, and eventually rank higher in the search engines, than 80% of the pages on our primary corporate website. There are a variety of reasons for that, but it should serve as a clear illustration for why you should not ignore blogging as a major factor in search engine optimization and overall marketing success.

CIO, CTO & Developer Resources

6. Not installing some type of web analytics prior to making SEO changes, or not installing analytics at all.

Everyone loves before and after pictures, videos…and website stats. Install website analytics before the SEO effort to gather at least a baseline measure of the what organic search is driving before you make the changes, and then look at the reports 2-3 months down the road. If your firm is taking the correct approach to SEO, you ought to be looking at a very impressive before-and-after picture for your marketing department and the firm as a whole.

7. Tagging all site pages with the same meta tags.

This is still a very common mistake. Almost every page on your site should have a different set of title, description and keyword tags. Why? Because in theory, each page on your site ought to address a different topic. And because you want search engines to index and rank as many pages as possible.

Let’s use the example of a typical corporate law firm. The firm has at least 5-15 practice areas. Each practice area has its own page on the site, complete with already-written copy. You write some meta tags for the Real Estate Law page, and for whatever reason you decide that those tags also work for the Sports Law and Labor Law pages. Congratulations - you just rendered the Sports Law and Labor Law pages pretty meaningless to search engines, and devalued the work you did in structuring the site and writing the copy in the first place.

8. Writing long-winded, meaningless meta description tags.

As if I haven’t already given you enough to think about, let me introduce a new wrinkle. You can absolutely crush your SEO effort, and achieve some top 10 rankings on valuable keywords, and never receive significant website traffic from that effort.

How does that work?

Your organic search listing is not unlike any type of advertisement. The first step is placement. Solid placement means people will at least look at your ad. The second step is creative, the part that gets people to stop and possibly take action.

Write a rambling or disjointed description tag, and that top 10 ranking won’t really matter because your creative fails.

9. Avoiding the use of geo-modifiers.

Geo-modifier is just a fancy way of saying, “tell people where you operate from.” If you’re a regional firm that handles primarily clients in the Southeast, then acknowledge that as many searchers will be looking for firms in a particular geographic region.

If you are truly a national firm with clients spread out everywhere, this gets a little trickier, but there are still plenty of SEO tactics designed to localize a national or global business for SEO purposes.

10. Posting your press releases on the company site, but not on a newswire.

Ok, let’s say it one last time. Content is king. Press releases represent well-written, keyword-rich content if done right. There are plenty of free or relatively inexpensive newswire services out there that will significantly impact organic search listings.

You’re already using the press releases for traditional public relations purposes. Why wouldn’t you make those press releases even more valuable by turning them into SEO-drivers?

About the Author: Mike Sweeney is Managing Partner of Right Source Marketing, co-founder of PR Flex. Don’t hesitate to drop Mike a comment on this post. Follow Mike on Twitter for more marketing commentary.

Right Source Marketing helps organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

BnkToTheFuture.com is the largest online investment platform for investing in FinTech, Bitcoin and Blockchain companies. We believe the future of finance looks very different from the past and we aim to invest and provide trading opportunities for qualifying investors that want to build a portfolio in the sector in compliance with international financial regulations.

A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...

Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.

In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...

Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before.
In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.

Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...

Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...

No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...

Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...

In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding.
Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...

"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...

When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...

Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...

We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rat...

Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution.
EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.

DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.

In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...

Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...

"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...

The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...

Blockchain. A day doesn’t seem to go by without seeing articles and discussions about the technology. According to PwC executive Seamus Cushley, approximately $1.4B has been invested in blockchain just last year. In Gartner’s recent hype cycle for emerging technologies, blockchain is approaching the peak. It is considered by Gartner as one of the ‘Key platform-enabling technologies to track.’ While there is a lot of ‘hype vs reality’ discussions going on, there is no arguing that blockchain is being taken very seriously across industries and cannot be ignored.

Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, discussed the basics of Blockchain, previewed the Blockchain Reference Architecture, and introduced the mechanics o...

A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, which can process our conversational commands and orchestrate the outcomes we request across our persona...

Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.

Bitcoins are a digital cryptocurrency and have been around since 2009. As a substitute for legal tender, they are becoming the rage for investors and others but because there is no government agency auditing or performing regulatory oversights, you wonder if it is the perfect breeding ground for electronic nano crime. Since the introduction of the Bitcoin, some competitors have emerged and the whole segment of cryptocurrencies are defined as Altcoins. Altcoins include Dogecoin, Ethereum Feathercoin, Litecoin, Novacoin, Peercoin, and Zetacoin. Some of these cryptocurrencies are considered impro...

It took Magellan's crew three years sailing ships to circumnavigate the earth. Today, at hypersonic speeds of 7,680 MPH, it takes just over three hours to circumnavigate the earth. Data on the Internet, however, travels at 670 million MPH, which means it only takes milliseconds to circumnavigate the earth. In this age of digital businesses and digital interactions, companies must digitally transform to work effectively in a world where mass information moves at these unimaginable speeds.

Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and optimization to employee training and insights, all ultimately create the best customer experience b...

"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.

When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be looking at some significant engineering investment.
On-demand, serverless computing enables deve...

From manual human effort the world is slowly paving its way to a new space where most process are getting replaced with tools and systems to improve efficiency and bring down operational costs. Automation is the next big thing and low code platforms are fueling it in a significant way.
The Automation era is here. We are in the fast pace of replacing manual human efforts with machines and processes. In the world of Information Technology too, we are linking disparate systems, softwares and tools to make things self sustaining. This is called Automation.It has been helping companies overcome t...

By 2020, 90 percent of all new cars will have some sort of built-in connectivity platform, and by 2022, there will be 1.8 billion automotive M2M connections. As cars join the Internet of Things, cars will stop being independent entities and will become part of a larger, connected ecosystem. Cars as part of the IoT isn’t just a look into the future – it’s already happening.
“Everything that moves will become autonomic, it’s just a matter of time,” says Vishnu Andhare, Consulting Manager at ISG. Andhare notes that all of the big automotive players are already moving towards a future of shared m...

Decentralization of everything, the great new idea of which the web can’t stop babbling, might still seem a bit utopian if you inspect it closely.
Yes, blockchains are likely to reshape our economy, or a huge part of it, and benefit considerably those who are currently unbanked.
They might also facilitate the creation of rating/reputation systems that are not controlled by any single entity and thus allow people (say Uber drivers who’d like to work for Lyft) to switch employers without having to establish their credibility anew.
They might give users complete control over their assets; prot...

There is a fundamental flaw in how many people think about digital transformation. First, as we’ve written about extensively at Intellyx, people tend to think about it as a finite corporate project, rather than as a process of continual transformation. There is a deeper flaw in thinking, however, that leads to this type of project mentality. Enterprise leaders commonly think of transformation as something done at a corporate level — something the organization does to itself. But that mindset creates a separation between the act of transformation at an organizational level and the transformatio...

These days, APIs have become an integral part of the digital transformation journey for all enterprises. Every digital innovation story is connected to APIs . But have you ever pondered over to know what are the source of these APIs? Let me explain - APIs sources can be varied, internal or external, solving different purposes, but mostly categorized into the following two categories. Data lakes is a term used to represent disconnected but relevant data that are used by various business units within an enterprise. APIs are created as the easy access points for these siloed data lakes.

We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rather long.

There is a story emerging about the role the Internet of Things (IoT) has played in disaster preparedness. Indeed this technology has matured to the point that it is making a real and measurable impact in helping communities prepare for, respond to, and recover from disaster.

AI technology is ever evolving and some believe it could be the next digital frontier. Today, the artificial intelligence revolution seems to be transforming every business in just about every industry from auto to banking to retail and beyond. The gaming industry is no exception.

Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" programs available to startups and innovators.

There is a war a-brewin’, but this war will be fought with wits and not brute strength. Ever since Russian President Vladimir Putin’s declaration that “the nation that leads in AI (Artificial Intelligence) will be the ruler of the world,” the press and analysts have created hysteria regarding the ramifications of artificial intelligence on everything from public education to unemployment to healthcare to Skynet.
Note: artificial intelligence (AI) endows applications with the ability to automatically learn and adapt from experience via interacting with the surroundings / environment. See the b...

A strong declaration from a historically antagonist foe should put chills in the hearts of Americans preparing themselves for the world ahead: Russian President Vladimir Putin says the nation that leads in AI will be the ruler of the world [1]” … The ruler of the world!
From the article (with some modification to avoid political landmines), we get the following:
“The development of artificial intelligence has increasingly become a national security concern in recent years. It is China and the US (not Russia), which are seen as the two frontrunners, with China recently announcing its ambi...

Cloud computing budgets worldwide are reaching into the hundreds of billions of dollars, and no organization can survive long without some sort of cloud migration strategy. Each month brings new announcements, use cases, and success stories.